March, 2003
Hope Neiman discusses how “Small Really Can Be Beautiful”
by Ken Pyle
Over the past few days, I have been editing the first video from the iTVcc conference and have been gaining insight from HopeNeiman’s talk, “Small Really Can Be Beautiful.” Hope Neiman is Chief Marketing Officer and Vice President of Altrio, a California CLEC/Broadband Service Provider. Although Altrio serves the Los Angeles area, a very densely populated region, they face many of the same challenges as a telco that is offering triple-play services against incumbent operators.
She gave some great statistics and tips for beating the competition. And she is someone who deserves respect, as Altrio, which has only been providing service for a little more than one year, purportedly has the highest VOD buy-rates in the industry. Their churn rate is less than one percent (1%), which is a pretty good quantitative measure of customer satisfaction.
Here are some other nuggets I have picked up as I have been reviewing/editing the video:
- When Altrio launched, Direct Broadcast market penetration was as high as 28% in some of the zip codes they passed. Today, all of those zip codes have less than 13% DBS market penetration.
- 75% of their subscribers subscribe to digital television services, which is 300% greater than the cable industry’s average of 25%, as reported by NCTA at the end 2002.
- They have found they can charge a “premium” for movies that are “new” to VOD.
I encourage you to take a look at her presentation. It is available in hardcopy in the proceedings book and will soon be available in a CD format. The CD format will include a video of Hope’s presentation, as well as a softcopy of her overheads.
Copyright 2003 Viodi, LLC. All Rights Reserved
Hope Neiman, Altrio